System and method for identifying true customer on website and providing enhanced website experience

ABSTRACT

A method for identifying a user of a website as a potential customer and presenting the potential customer with enhanced website content includes: identifying that a user has landed on the website; identifying a user traffic-source; determining if the identified traffic-source matches a traffic-source in a list of customer-based reference traffic-sources; identifying a specific user behavior pattern on the website; determining if the identified specific user behavior pattern matches a behavior pattern from a list of customer-based reference behavior patterns; identifying the user as a potential customer if the identified traffic-source matches a traffic-source in a list of reference traffic sources and the identified specific user behavior pattern matches a behavior pattern from a list of reference behavior patterns; and displaying enhanced content tailored to the potential customer based upon the specific user behavior pattern or excluding display of enhanced content to the user if not a potential customer.

BACKGROUND

The present invention relates to identifying a true potential customerusing a website, and more specifically, to distinguishing the truepotential customer from a user who may not be a potential customer andpresenting an enhanced website experience based on a website behaviorpattern of the true potential customer.

SUMMARY

Disclosed is a method for identifying a user of a website as a potentialcustomer and presenting the potential customer with enhanced websitecontent. The method includes: identifying, by a processor, that a userhas landed on the website; identifying, by the processor, a trafficsource of the user; determining, by the processor, if the identifiedtraffic source matches a traffic source in a list of customer-basedreference traffic sources; identifying, by the processor, a specificuser behavior pattern on the website; determining, by the processor, ifthe identified specific user behavior pattern matches a behavior patternfrom a list of customer-based reference behavior patterns; identifying,by the processor, the user as a potential customer if (a) the identifiedtraffic source matches a traffic source in a list of customer-basedreference traffic sources and (b) the identified specific user behaviorpattern matches a behavior pattern from a list of customer-basedreference behavior patterns; identifying, by the processor, the user asa non-potential customer if (c) the identified traffic source does notmatch a traffic source in a list of customer-based reference trafficsources or (d) the identified specific user behavior pattern does notmatch a behavior pattern from a list of customer-based referencebehavior patterns; and displaying, by the processor, enhanced contenttailored to the potential customer based upon the specific user behaviorpattern; or excluding, by the processor, the non-potential customer frombeing displayed enhanced content.

Also disclosed is a system for identifying a user of a website as apotential customer and presenting the potential customer with enhancedwebsite content. The system includes a memory having computer readableinstructions and a processor for executing the computer readableinstructions. The computer readable instructions include: identifying,by the processor, that a user has landed on the website; identifying, bythe processor, a traffic source of the user; determining, by theprocessor, if the identified traffic source matches a traffic source ina list of customer-based reference traffic sources; identifying, by theprocessor, a specific user behavior pattern on the website; determining,by the processor, if the identified specific user behavior patternmatches a behavior pattern from a list of customer-based referencebehavior patterns; identifying, by the processor, the user as apotential customer if (a) the identified traffic source matches atraffic source in a list of customer-based reference traffic sources and(b) the identified specific user behavior pattern matches a behaviorpattern from a list of customer-based reference behavior patterns;identifying, by the processor, the user as a non-potential customer if(c) the identified traffic source does not match a traffic source in alist of customer-based reference traffic sources or (d) the identifiedspecific user behavior pattern does not match a behavior pattern from alist of customer-based reference behavior patterns; and displaying, bythe processor, enhanced content tailored to the potential customer basedupon the specific user behavior pattern; or excluding the non-potentialcustomer from being displayed enhanced content.

Further disclosed is a computer program product for identifying a userof a website as a potential customer and presenting the potentialcustomer with enhanced website content. The computer program productincludes a computer readable storage medium having program instructionsembodied therewith. The program instructions executable by a processorto cause the processor to: identify that a user has landed on thewebsite; identify a traffic source of the user; determine if theidentified traffic source matches a traffic source in a list ofcustomer-based reference traffic sources; identify a specific userbehavior pattern on the website; determine if the identified specificuser behavior pattern matches a behavior pattern from a list ofcustomer-based reference behavior patterns; identify the user as apotential customer if (a) the identified traffic source matches atraffic source in a list of customer-based reference traffic sources and(b) the identified specific user behavior pattern matches a behaviorpattern from a list of customer-based reference behavior patterns;identify, by the processor, the user as a non-potential customer if (c)the identified traffic source does not match a traffic source in a listof customer-based reference traffic sources or (d) the identifiedspecific user behavior pattern does not match a behavior pattern from alist of customer-based reference behavior patterns; and display enhancedcontent tailored to the potential customer based upon the specific userbehavior pattern; or exclude the non-potential customer from beingdisplayed enhanced content.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a computer system according to an embodiment;

FIG. 2 depicts aspects of receiving website analytical data from awebsite;

FIG. 3 is a flow chart for a method for identifying a true customerusing a website and providing an enhanced experience to the truecustomer according to an embodiment;

FIG. 4 depicts a cloud computing environment according to an embodiment;and

FIG. 5 depicts abstraction model layers according to an embodiment.

DETAILED DESCRIPTION

Embodiments described herein are directed system and method foridentifying a true potential customer using a website. The truepotential customer is one who is visiting the website with the intentionof potentially purchasing an offering of the website if the offeringprovides a solution for which the true potential customer is searching.Distinguishable from the true potential customer are non-customer usersof the website who have no intention of purchasing an offering of thewebsite. An example of a non-customer user is an employee related to thesubject matter of the website who visits the website as part of his orher employment. The non-customer employee user may visit the website toinspect the operation of the website and determine the customerexperience being provided at that time for example. Once a true customeris identified, the website may present an enhanced experience based on abehavior pattern of the true customer.

The true potential customer (TPC) may be identified by the trafficsource from which the TPC traveled to the website and by matchingbehavior of the TPC to one of various behavior patterns that TPCs arefound to follow. Non-limiting embodiments of traffic sources for TPCsinclude a search engine, a response to an email campaign, a response toa paid advertisement such as on broadcast media or magazines, a responseto a webinar, and a response to a live event such as a fair or concert.In contrast, a non-customer user would not be expected to use thesetypes of traffic sources.

A computer system/server 12 for implementing methods disclosed herein isnow discussed with reference to FIG. 1. The components of computersystem/server 12 may include, but are not limited to, one or moreprocessors or processing units 16, a system memory 28, and a bus 18 thatcouples various system components including system memory 28 toprocessor 16.

Bus 18 represents one or more of any of several types of bus structures,including a memory bus or memory controller, a peripheral bus, anaccelerated graphics port, and a processor or local bus using any of avariety of bus architectures. By way of example, and not limitation,such architectures include Industry Standard Architecture (ISA) bus,Micro Channel Architecture (MCA) bus, Enhanced ISA (EISA) bus, VideoElectronics Standards Association (VESA) local bus, and PeripheralComponent Interconnects (PCI) bus.

Computer system/server 12 typically includes a variety of computersystem readable media. Such media may be any available media that isaccessible by computer system/server 12, and it includes both volatileand non-volatile media, removable and non-removable media.

System memory 28 can include computer system readable media in the formof volatile memory, such as random access memory (RAM) 30 and/or cachememory 32. Computer system/server 12 may further include otherremovable/non-removable, volatile/non-volatile computer system storagemedia. By way of example only, storage system 34 can be provided forreading from and writing to a non-removable, non-volatile magnetic media(not shown and typically called a “hard drive”). Although not shown, amagnetic disk drive for reading from and writing to a removable,non-volatile magnetic disk (e.g., a “floppy disk”), and an optical diskdrive for reading from or writing to a removable, non-volatile opticaldisk such as a CD-ROM, DVD-ROM or other optical media can be provided.In such instances, each can be connected to bus 18 by one or more datamedia interfaces. As will be further depicted and described below,memory 28 may include at least one program product having a set (e.g.,at least one) of program modules that are configured to carry out thefunctions of embodiments of the invention.

Program/utility 40, having a set (at least one) of program modules 42,may be stored in memory 28 by way of example, and not limitation, aswell as an operating system, one or more application programs, otherprogram modules, and program data. Each of the operating system, one ormore application programs, other program modules, and program data orsome combination thereof, may include an implementation of a networkingenvironment. Program modules 42 generally carry out the functions and/ormethodologies of embodiments of the invention as described herein.

Computer system/server 12 may also communicate with one or more externaldevices 14 such as a keyboard, a pointing device, a display 24, etc.;one or more devices that enable a user to interact with computersystem/server 12; and/or any devices (e.g., network card, modem, etc.)that enable computer system/server 12 to communicate with one or moreother computing devices. Such communication can occur via Input/Output(I/O) interfaces 22. Still yet, computer system/server 12 cancommunicate with one or more networks such as a local area network(LAN), a general wide area network (WAN), and/or a public network (e.g.,the Internet) via network adapter 20. As depicted, network adapter 20communicates with the other components of computer system/server 12 viabus 18. It should be understood that although not shown, other hardwareand/or software components could be used in conjunction with computersystem/server 12. Examples, include, but are not limited to: microcode,device drivers, redundant processing units, external disk drive arrays,RAID systems, tape drives, and data archival storage systems, etc.

The descriptions of the various embodiments of the present inventionhave been presented for purposes of illustration, but are not intendedto be exhaustive or limited to the embodiments disclosed. Manymodifications and variations will be apparent to those of ordinary skillin the art without departing from the scope and spirit of the describedembodiments. The terminology used herein was chosen to best explain theprinciples of the embodiments, the practical application or technicalimprovement over technologies found in the marketplace, or to enableothers of ordinary skill in the art to understand the embodimentsdisclosed herein.

Referring now to FIG. 2, an embodiment of a website infrastructure 2downloading website analytical data 3 to the computer system/server 12is depicted. The website infrastructure 2 is configured to provide awebsite of interest to the internet so that a user or visitor mayconnect to and interface with the website of interest using theinternet. Accordingly, the website infrastructure 2 includes allnecessary components, devices and software required to provide thewebsite of interest on the internet. The website infrastructure is alsoconfigured to provide website analytical data for each user accessingthe website of interest. Non-limiting embodiments of the websiteanalytical data include a source of traffic (i.e., the address of thesource from which the user connected to the website of interest), pagedepth (i.e., the number of pages the user visited on the website ofinterest), duration (i.e., an amount of time the user spent on thewebsite of interest to include the amount of time spent on eachweb-page), the next destination (e.g., whether the user clicked on aLive Demo or Trial), a landing page (i.e., the first page the userlanded on for the website of interest), and user flow (i.e., do theycheck or click on several products in addition to an initial product).The website analytical data is provided in a format that can be read andprocessed by the computer system/server 12.

FIG. 3 is a flow chart for a method 100 for identifying a user of awebsite as a potential customer and presenting the potential customerwith enhanced website content. Block 101 calls for identifying that auser has landed on the website. Block 102 calls for identifying atraffic source of the user. Block 103 calls for determining if theidentified traffic source matches a traffic source in a list ofcustomer-based reference traffic sources. Non-limiting embodiments ofthe customer-based reference traffic sources include a search engine orone specific search engine, a response to an email campaign or specificemail campaign, a response to a specific paid advertisement such as onbroadcast media or magazines, a response to a specific webinar, and aresponse to a specific live event such as a fair or concert. In general,entries in the customer-based reference traffic sources may be based onwebsite experience from similar types of products. Block 104 calls foridentifying a specific user behavior pattern on the website. Block 105calls for determining if the identified specific user behavior patternmatches a behavior pattern from a list of customer-based referencebehavior patterns. Non-limiting embodiments of the customer-basedreference behavior patterns include page depth, duration, the nextdestination on the website, a landing page, referral website, devicetypes, OS (operating system) types, various operation actions such aslive chat, watch demo, download, create new applications, deploy theapplications, view pricing information, click on contact us button, anduser flow or user action flow. Block 105 involves using advanced datascience methods on customer prediction based on user behaviors such asusing data science nearest neighbor algorithm with a correspondingprobability, K-mean algorithm with a corresponding probability, and/orrandom forest algorithm with a corresponding probability. Block 105 mayfurther involve using predictive models to predict customer behavior. Inone or more embodiments, a behavior pattern of the identified potentialcustomer includes spending an amount of time on a particular productpage that exceeds a threshold time such as five minutes for example.Block 106 calls for identifying the user as a potential customer if (a)the identified traffic source matches a traffic source in a list ofcustomer-based reference traffic sources and (b) the identified specificuser behavior pattern matches a behavior pattern from a list ofcustomer-based reference behavior patterns. Block 107 calls foridentifying, by the processor, the user as a non-potential customer if(c) the identified traffic source does not match a traffic source in alist of customer-based reference traffic sources or (d) the identifiedspecific user behavior pattern does not match a behavior pattern from alist of customer-based reference behavior patterns. Block 108 calls fordisplaying enhanced content tailored to the potential customer basedupon the specific user behavior pattern. The enhanced content relates toadditional website content that is not presented to a website user whois not identified as a potential customer. The additional content mayinclude a specific ordering of additional content based upon thespecific user behavior pattern. Non-limiting embodiments of the enhancedcontent include: load the enhanced content differently (to provide moreor less information as appropriate depending on previously viewedcontent); provide a custom routing path to drive the potential customertowards a live product demo or product trial; open a chat window; load ademonstration video window; display other related product advertisementsor a summary of already viewed products; provide a recommendation as towhat other potential customers did after visiting a particular websitepage; provide different pricing; and provide an extension for a freetrial period. Block 109 calls for excluding, by the processor, thenon-potential customer from being displayed enhanced content. Enhancedcontent in this block refers to any website content that is beyond thenormal website content available to any user once the user firstaccesses the website (e.g., before the method 100 is applied). The term“excluding” may relate to the processor taking positive actions toprevent any enhanced content from being displayed to the non-potentialcustomer. It can be appreciated that in one or more embodiments once auser is identified as a potential customer in block 106, then block 108may be applied immediately following block 106. Similarly, once a useris identified as a non-potential customer in block 107, then block 109may be applied immediately following block 107.

The following are examples of improving the user experience once theuser is identified as a potential customer. In a first example, whenpotential customer starts a behavior pattern at one product page andthen clicks to view a catalog of other offerings, then a “live chat” orinformation window pops up showing “the most population that selectedproduct A integrated solution also selected product B” or similarstatement. In a second example, when the user is at a “learn more” pagefor more than five (5) minutes (i.e., an example of a customer-basedbehavior pattern), additional content will be displayed on the websiteto engage more with user who is now identified as a potential customer.In a third example, when the user is noted as watching a video, thenbased on past recorded customer behavior patterns the website loadsother most popular videos in such order corresponding to the specificvideo being viewed.

In one or more embodiments, a potential customer is graded on a scalethat indicates how likely the potential customer is to purchase anoffering on the website. For example, points may be awarded for eachcustomer-based behavior pattern that the potential customer matches.Some of the behavior patterns may have more points than others dependingon the relative importance. The points may be totaled during thepotential customer's visit to the website and when a threshold isreached, then a corresponding enhancement may be presented such as adiscount to provide motivation for closing a purchase.

It can be appreciated that the system and method for identifying apotential customer may be implemented as a service (paid or otherwise)in a cloud computing environment as discussed in the followingparagraphs.

It is understood in advance that although this disclosure includes adetailed description on cloud computing, implementation of the teachingsrecited herein are not limited to a cloud computing environment. Rather,embodiments of the present invention are capable of being implemented inconjunction with any other type of computing environment now known orlater developed.

Cloud computing is a model of service delivery for enabling convenient,on-demand network access to a shared pool of configurable computingresources (e.g. networks, network bandwidth, servers, processing,memory, storage, applications, virtual machines, and services) that canbe rapidly provisioned and released with minimal management effort orinteraction with a provider of the service. This cloud model may includeat least five characteristics, at least three service models, and atleast four deployment models.

Characteristics are as follows:

On-demand self-service: a cloud consumer can unilaterally provisioncomputing capabilities, such as server time and network storage, asneeded automatically without requiring human interaction with theservice's provider.

Broad network access: capabilities are available over a network andaccessed through standard mechanisms that promote use by heterogeneousthin or thick client platforms (e.g., mobile phones, laptops, and PDAs).

Resource pooling: the provider's computing resources are pooled to servemultiple consumers using a multi-tenant model, with different physicaland virtual resources dynamically assigned and reassigned according todemand. There is a sense of location independence in that the consumergenerally has no control or knowledge over the exact location of theprovided resources but may be able to specify location at a higher levelof abstraction (e.g., country, state, or datacenter).

Rapid elasticity: capabilities can be rapidly and elasticallyprovisioned, in some cases automatically, to quickly scale out andrapidly released to quickly scale in. To the consumer, the capabilitiesavailable for provisioning often appear to be unlimited and can bepurchased in any quantity at any time.

Measured service: cloud systems automatically control and optimizeresource use by leveraging a metering capability at some level ofabstraction appropriate to the type of service (e.g., storage,processing, bandwidth, and active user accounts). Resource usage can bemonitored, controlled, and reported providing transparency for both theprovider and consumer of the utilized service.

Service Models are as follows:

Software as a Service (SaaS): the capability provided to the consumer isto use the provider's applications running on a cloud infrastructure.The applications are accessible from various client devices through athin client interface such as a web browser (e.g., web-based email). Theconsumer does not manage or control the underlying cloud infrastructureincluding network, servers, operating systems, storage, or evenindividual application capabilities, with the possible exception oflimited user-specific application configuration settings.

Platform as a Service (PaaS): the capability provided to the consumer isto deploy onto the cloud infrastructure consumer-created or acquiredapplications created using programming languages and tools supported bythe provider. The consumer does not manage or control the underlyingcloud infrastructure including networks, servers, operating systems, orstorage, but has control over the deployed applications and possiblyapplication hosting environment configurations.

Infrastructure as a Service (IaaS): the capability provided to theconsumer is to provision processing, storage, networks, and otherfundamental computing resources where the consumer is able to deploy andrun arbitrary software, which can include operating systems andapplications. The consumer does not manage or control the underlyingcloud infrastructure but has control over operating systems, storage,deployed applications, and possibly limited control of select networkingcomponents (e.g., host firewalls).

Deployment Models are as follows:

Private cloud: the cloud infrastructure is operated solely for anorganization. It may be managed by the organization or a third party andmay exist on-premises or off-premises.

Community cloud: the cloud infrastructure is shared by severalorganizations and supports a specific community that has shared concerns(e.g., mission, security requirements, policy, and complianceconsiderations). It may be managed by the organizations or a third partyand may exist on-premises or off-premises.

Public cloud: the cloud infrastructure is made available to the generalpublic or a large industry group and is owned by an organization sellingcloud services.

Hybrid cloud: the cloud infrastructure is a composition of two or moreclouds (private, community, or public) that remain unique entities butare bound together by standardized or proprietary technology thatenables data and application portability (e.g., cloud bursting forload-balancing between clouds).

A cloud computing environment is service oriented with a focus onstatelessness, low coupling, modularity, and semantic interoperability.At the heart of cloud computing is an infrastructure comprising anetwork of interconnected nodes.

Referring now to FIG. 4, illustrative cloud computing environment 50 isdepicted. As shown, cloud computing environment 50 comprises one or morecloud computing nodes 10 with which local computing devices used bycloud consumers, such as, for example, personal digital assistant (PDA)or cellular telephone 54A, desktop computer 54B, laptop computer 54C,and/or automobile computer system 54N may communicate. Nodes 10 maycommunicate with one another. They may be grouped (not shown) physicallyor virtually, in one or more networks, such as Private, Community,Public, or Hybrid clouds as described hereinabove, or a combinationthereof. This allows cloud computing environment 50 to offerinfrastructure, platforms and/or software as services for which a cloudconsumer does not need to maintain resources on a local computingdevice. It is understood that the types of computing devices 54A-N shownin FIG. 4 are intended to be illustrative only and that computing nodes10 and cloud computing environment 50 can communicate with any type ofcomputerized device over any type of network and/or network addressableconnection (e.g., using a web browser).

Referring now to FIG. 5, a set of functional abstraction layers providedby cloud computing environment 50 (FIG. 4) is shown. It should beunderstood in advance that the components, layers, and functions shownin FIG. 5 are intended to be illustrative only and embodiments of theinvention are not limited thereto. As depicted, the following layers andcorresponding functions are provided:

Hardware and software layer 60 includes hardware and softwarecomponents. Examples of hardware components include: mainframes 61; RISC(Reduced Instruction Set Computer) architecture based servers 62;servers 63; blade servers 64; storage devices 65; and networks andnetworking components 66. In some embodiments, software componentsinclude network application server software 67 and database software 68.

Virtualization layer 70 provides an abstraction layer from which thefollowing examples of virtual entities may be provided: virtual servers71; virtual storage 72; virtual networks 73, including virtual privatenetworks; virtual applications and operating systems 74; and virtualclients 75.

In one example, management layer 80 may provide the functions describedbelow. Resource provisioning 81 provides dynamic procurement ofcomputing resources and other resources that are utilized to performtasks within the cloud computing environment. Metering and Pricing 82provide cost tracking as resources are utilized within the cloudcomputing environment, and billing or invoicing for consumption of theseresources. In one example, these resources may comprise applicationsoftware licenses. Security provides identity verification for cloudconsumers and tasks, as well as protection for data and other resources.User portal 83 provides access to the cloud computing environment forconsumers and system administrators. Service level management 84provides cloud computing resource allocation and management such thatrequired service levels are met. Service Level Agreement (SLA) planningand fulfillment 85 provides pre-arrangement for, and procurement of,cloud computing resources for which a future requirement is anticipatedin accordance with an SLA.

Workloads layer 90 provides examples of functionality for which thecloud computing environment may be utilized. Examples of workloads andfunctions which may be provided from this layer include: mapping andnavigation 91; software development and lifecycle management 92; virtualclassroom education delivery 93; data analytics processing 94;transaction processing 95; and a service 96 for identifying usersvisiting a website as potential customers and providing enhanced contentto the potential customers.

Technical effects and benefits include distinguishing between potentialcustomers and other who are not visiting the website to purchaseanything. By identifying potential customers and displaying to themenhanced content or custom content based upon their behavior pattern atthe website, the likelihood of a potential customer making a purchase isincreased.

The terminology used herein is for the purpose of describing particularembodiments only and is not intended to be limiting of the invention. Asused herein, the singular forms “a”, “an” and “the” are intended toinclude the plural forms as well, unless the context clearly indicatesotherwise. It will be further understood that the terms “comprises”and/or “comprising,” when used in this specification, specify thepresence of stated features, integers, steps, operations, elements,and/or components, but do not preclude the presence or addition of oneor more other features, integers, steps, operations, elements,components, and/or groups thereof. The term “configured” relates to oneor more structural limitations of a device that are required for thedevice to perform the function or operation for which the device isconfigured.

The corresponding structures, materials, acts, and equivalents of allmeans or step plus function elements in the claims below are intended toinclude any structure, material, or act for performing the function incombination with other claimed elements as specifically claimed. Thedescription of the present invention has been presented for purposes ofillustration and description, but is not intended to be exhaustive orlimited to the invention in the form disclosed. Many modifications andvariations will be apparent to those of ordinary skill in the artwithout departing from the scope and spirit of the invention. Theembodiments were chosen and described in order to best explain theprinciples of the invention and the practical application, and to enableothers of ordinary skill in the art to understand the invention forvarious embodiments with various modifications as are suited to theparticular use contemplated.

The present invention may be a system, a method, and/or a computerprogram product at any possible technical detail level of integration.The computer program product may include a computer readable storagemedium (or media) having computer readable program instructions thereonfor causing a processor to carry out aspects of the present invention.

The computer readable storage medium can be a tangible device that canretain and store instructions for use by an instruction executiondevice. The computer readable storage medium may be, for example, but isnot limited to, an electronic storage device, a magnetic storage device,an optical storage device, an electromagnetic storage device, asemiconductor storage device, or any suitable combination of theforegoing. A non-exhaustive list of more specific examples of thecomputer readable storage medium includes the following: a portablecomputer diskette, a hard disk, a random access memory (RAM), aread-only memory (ROM), an erasable programmable read-only memory (EPROMor Flash memory), a static random access memory (SRAM), a portablecompact disc read-only memory (CD-ROM), a digital versatile disk (DVD),a memory stick, a floppy disk, a mechanically encoded device such aspunch-cards or raised structures in a groove having instructionsrecorded thereon, and any suitable combination of the foregoing. Acomputer readable storage medium, as used herein, is not to be construedas being transitory signals per se, such as radio waves or other freelypropagating electromagnetic waves, electromagnetic waves propagatingthrough a waveguide or other transmission media (e.g., light pulsespassing through a fiber-optic cable), or electrical signals transmittedthrough a wire.

Computer readable program instructions described herein can bedownloaded to respective computing/processing devices from a computerreadable storage medium or to an external computer or external storagedevice via a network, for example, the Internet, a local area network, awide area network and/or a wireless network. The network may comprisecopper transmission cables, optical transmission fibers, wirelesstransmission, routers, firewalls, switches, gateway computers and/oredge servers. A network adapter card or network interface in eachcomputing/processing device receives computer readable programinstructions from the network and forwards the computer readable programinstructions for storage in a computer readable storage medium withinthe respective computing/processing device.

Computer readable program instructions for carrying out operations ofthe present invention may be assembler instructions,instruction-set-architecture (ISA) instructions, machine instructions,machine dependent instructions, microcode, firmware instructions,state-setting data, configuration data for integrated circuitry, oreither source code or object code written in any combination of one ormore programming languages, including an object oriented programminglanguage such as Smalltalk, C++, or the like, and procedural programminglanguages, such as the “C” programming language or similar programminglanguages. The computer readable program instructions may executeentirely on the user's computer, partly on the user's computer, as astand-alone software package, partly on the user's computer and partlyon a remote computer or entirely on the remote computer or server. Inthe latter scenario, the remote computer may be connected to the user'scomputer through any type of network, including a local area network(LAN) or a wide area network (WAN), or the connection may be made to anexternal computer (for example, through the Internet using an InternetService Provider). In some embodiments, electronic circuitry including,for example, programmable logic circuitry, field-programmable gatearrays (FPGA), or programmable logic arrays (PLA) may execute thecomputer readable program instructions by utilizing state information ofthe computer readable program instructions to personalize the electroniccircuitry, in order to perform aspects of the present invention.

Aspects of the present invention are described herein with reference toflowchart illustrations and/or block diagrams of methods, apparatus(systems), and computer program products according to embodiments of theinvention. It will be understood that each block of the flowchartillustrations and/or block diagrams, and combinations of blocks in theflowchart illustrations and/or block diagrams, can be implemented bycomputer readable program instructions.

These computer readable program instructions may be provided to aprocessor of a general purpose computer, special purpose computer, orother programmable data processing apparatus to produce a machine, suchthat the instructions, which execute via the processor of the computeror other programmable data processing apparatus, create means forimplementing the functions/acts specified in the flowchart and/or blockdiagram block or blocks. These computer readable program instructionsmay also be stored in a computer readable storage medium that can directa computer, a programmable data processing apparatus, and/or otherdevices to function in a particular manner, such that the computerreadable storage medium having instructions stored therein comprises anarticle of manufacture including instructions which implement aspects ofthe function/act specified in the flowchart and/or block diagram blockor blocks.

The computer readable program instructions may also be loaded onto acomputer, other programmable data processing apparatus, or other deviceto cause a series of operational steps to be performed on the computer,other programmable apparatus or other device to produce a computerimplemented process, such that the instructions which execute on thecomputer, other programmable apparatus, or other device implement thefunctions/acts specified in the flowchart and/or block diagram block orblocks.

The flowchart and block diagrams in the Figures illustrate thearchitecture, functionality, and operation of possible implementationsof systems, methods, and computer program products according to variousembodiments of the present invention. In this regard, each block in theflowchart or block diagrams may represent a module, segment, or portionof instructions, which comprises one or more executable instructions forimplementing the specified logical function(s). In some alternativeimplementations, the functions noted in the blocks may occur out of theorder noted in the Figures. For example, two blocks shown in successionmay, in fact, be executed substantially concurrently, or the blocks maysometimes be executed in the reverse order, depending upon thefunctionality involved. It will also be noted that each block of theblock diagrams and/or flowchart illustration, and combinations of blocksin the block diagrams and/or flowchart illustration, can be implementedby special purpose hardware-based systems that perform the specifiedfunctions or acts or carry out combinations of special purpose hardwareand computer instructions.

The descriptions of the various embodiments of the present inventionhave been presented for purposes of illustration, but are not intendedto be exhaustive or limited to the embodiments disclosed. Manymodifications and variations will be apparent to those of ordinary skillin the art without departing from the scope and spirit of the describedembodiments. The terminology used herein was chosen to best explain theprinciples of the embodiments, the practical application or technicalimprovement over technologies found in the marketplace, or to enableothers of ordinary skill in the art to understand the embodimentsdisclosed herein.

What is claimed is:
 1. A method for identifying a user of a website as apotential customer and presenting the potential customer with enhancedwebsite content, the method comprising: identifying, by a processor,that a user has landed on the website; identifying, by the processor, atraffic source of the user; determining, by the processor, if theidentified traffic source matches a traffic source in a list ofcustomer-based reference traffic sources; identifying, by the processor,a specific user behavior pattern on the website; determining, by theprocessor, if the identified specific user behavior pattern matches abehavior pattern from a list of customer-based reference behaviorpatterns; identifying, by the processor, the user as a potentialcustomer if (a) the identified traffic source matches a traffic sourcein a list of customer-based reference traffic sources and (b) theidentified specific user behavior pattern matches a behavior patternfrom a list of customer-based reference behavior patterns; identifying,by the processor, the user as a non-potential customer if (c) theidentified traffic source does not match a traffic source in a list ofcustomer-based reference traffic sources or (d) the identified specificuser behavior pattern does not match a behavior pattern from a list ofcustomer-based reference behavior patterns; and displaying, by theprocessor, enhanced content tailored to the potential customer basedupon the specific user behavior pattern; or excluding, by the processor,the non-potential customer from being displayed enhanced content.
 2. Themethod according to claim 1, further comprising receiving, by theprocessor, website analytical data.
 3. The method according to claim 1,wherein the list of customer-based reference traffic sources includes atleast one of a search engine, a response to an email campaign, aresponse to a paid advertisement, a response to a webinar, and aresponse to an event.
 4. The method according to claim 1, wherein thelist of customer-based reference behavior patterns comprises at leastone of page depth, duration, the next destination on the web site, alanding page, referral website, device types, operating system types,various operation actions such as live chat, watch demo, download,create new applications, deploy the applications, view pricinginformation, click on contact us button, user flow or user action flow.5. The method according to claim 1, wherein the enhanced contentcomprises at least one of loading the enhanced content differently fromnon-enhanced content; providing a custom routing path towards a liveproduct demo or product trial; opening a chat window, loading ademonstration video window, displaying other related productadvertisements or a summary of already viewed products; providing arecommendation as to what other potential customers did after visiting aparticular website page, providing different pricing, and providing anextension for a free trial period.
 6. The method according to claim 1,further comprising scoring the potential user with points based uponeach customer-based reference behavior pattern matched by the potentialcustomer and displaying enhanced content on the website based on a totalnumber of points scored by the potential customer.
 7. The methodaccording to claim 6, wherein the enhanced content is a discount on aproduct of interest to the potential customer if the total number ofpoints exceeds a threshold value.
 8. The method according to claim 1,wherein the method is implemented in a cloud computing environment. 9.The method according to claim 1, further comprising developing the listof customer-based reference behavior patterns based on data sciencemethods and/or predictive models, wherein the data science methodscomprise a nearest neighbor algorithm with a corresponding probability,K-mean algorithm with a corresponding probability, and/or a randomforest algorithm with a corresponding probability.
 10. A system foridentifying a user of a website as a potential customer and presentingthe potential customer with enhanced website content, the systemcomprising: a memory having computer readable instructions; and aprocessor for executing the computer readable instructions, the computerreadable instructions comprising: identifying, by the processor, that auser has landed on the website; identifying, by the processor, a trafficsource of the user; determining, by the processor, if the identifiedtraffic source matches a traffic source in a list of customer-basedreference traffic sources; identifying, by the processor, a specificuser behavior pattern on the website; determining, by the processor, ifthe identified specific user behavior pattern matches a behavior patternfrom a list of customer-based reference behavior patterns; identifying,by the processor, the user as a potential customer if (a) the identifiedtraffic source matches a traffic source in a list of customer-basedreference traffic sources and (b) the identified specific user behaviorpattern matches a behavior pattern from a list of customer-basedreference behavior patterns; identifying, by the processor, the user asa non-potential customer if (c) the identified traffic source does notmatch a traffic source in a list of customer-based reference trafficsources or (d) the identified specific user behavior pattern does notmatch a behavior pattern from a list of customer-based referencebehavior patterns; and displaying, by the processor, enhanced contenttailored to the potential customer based upon the specific user behaviorpattern; or excluding the non-potential customer from being displayedenhanced content.
 11. The system according to claim 10, the computerreadable instructions further comprising receiving, by the processor,website analytical data.
 12. The system according to claim 10, whereinthe list of customer-based reference traffic sources includes at leastone of a search engine, a response to an email campaign, a response to apaid advertisement, a response to a webinar, and a response to an event.13. The system according to claim 10, wherein the list of customer-basedreference behavior patterns comprises at least one of page depth,duration, the next destination on the website, a landing page, and userflow.
 14. The system according to claim 10, wherein the enhanced contentcomprises at least one of loading the enhanced content differently fromnon-enhanced content; providing a custom routing path towards a liveproduct demo or product trial; opening a chat window, loading ademonstration video window, displaying other related productadvertisements or a summary of already viewed products; providing arecommendation as to what other potential customers did after visiting aparticular website page, providing different pricing, and providing anextension for a free trial period.
 15. The system according to claim 10,wherein the system is part of a cloud computing environment.
 16. Acomputer program product for identifying a user of a website as apotential customer and presenting the potential customer with enhancedwebsite content, the computer program product comprising a computerreadable storage medium having program instructions embodied therewith,the program instructions executable by a processor to cause theprocessor to: identify that a user has landed on the website; identify atraffic source of the user; determine if the identified traffic sourcematches a traffic source in a list of customer-based reference trafficsources; identify a specific user behavior pattern on the website;determine if the identified specific user behavior pattern matches abehavior pattern from a list of customer-based reference behaviorpatterns; identify the user as a potential customer if (a) theidentified traffic source matches a traffic source in a list ofcustomer-based reference traffic sources and (b) the identified specificuser behavior pattern matches a behavior pattern from a list ofcustomer-based reference behavior patterns; identify, by the processor,the user as a non-potential customer if (c) the identified trafficsource does not match a traffic source in a list of customer-basedreference traffic sources or (d) the identified specific user behaviorpattern does not match a behavior pattern from a list of customer-basedreference behavior patterns; and display enhanced content tailored tothe potential customer based upon the specific user behavior pattern; orexclude the non-potential customer from being displayed enhancedcontent.
 17. The computer program product of claim 16, wherein theprogram instructions cause the processor to receive website analyticaldata.
 18. The computer program product of claim 16, wherein the list ofcustomer-based reference traffic sources includes at least one of asearch engine, a response to an email campaign, a response to a paidadvertisement, a response to a webinar, and a response to an event. 19.The computer program product of claim 16, wherein the list ofcustomer-based reference behavior patterns comprises at least one ofpage depth, duration, the next destination on the website, a landingpage, and user flow.
 20. The computer program product of claim 16,wherein the enhanced content comprises at least one of loading theenhanced content differently from non-enhanced content; providing acustom routing path towards a live product demo or product trial;opening a chat window, loading a demonstration video window, displayingother related product advertisements or a summary of already viewedproducts; providing a recommendation as to what other potentialcustomers did after visiting a particular website page, providingdifferent pricing, and providing an extension for a free trial period.